10-04-2012, 12:25 PM
The Research Process
ResearchProcess[1]...ppt (Size: 416 KB / Downloads: 26)
What Research Is Not
Research isn’t information gathering:
Gathering information from resources such books or magazines isn’t research.
No contribution to new knowledge.
Research isn’t the transportation of facts:
Merely transporting facts from one resource to another doesn’t constitute research.
No contribution to new knowledge although this might make existing knowledge more accessible.
Research Characteristics
Originates with a question or problem.
Requires clear articulation of a goal.
Follows a specific plan or procedure.
Often divides main problem into subproblems.
Guided by specific problem, question, or hypothesis.
Accepts certain critical assumptions.
Requires collection and interpretation of data.
Cyclical in nature.
Research Projects
Research begins with a problem.
This problem need not be Earth-shaking.
Identifying this problem can actually be the hardest part of research.
In general, good research projects should:
Address an important question.
Advance knowledge.
High-Quality Research(1 of 2)
Good research requires:
The scope and limitations of the work to be clearly defined.
The process to be clearly explained so that it can be reproduced and verified by other researchers.
A thoroughly planned design that is as objective as possible.
High-Quality Research(2 of 2)
Good research requires:
Highly ethical standards be applied.
All limitations be documented.
Data be adequately analyzed and explained.
All findings be presented unambiguously and all conclusions be justified by sufficient evidence.
Types Of Research
Exploratory
Initial research conducted to clarify and define the nature of a problem
Does not provide conclusive evidence
Subsequent research expected
Descriptive
Describes characteristics of a population or phenomenon
Some understanding of the nature of the problem
Causal
Conducted to identify cause and effect relationships
Exploratory Research Techniques Three Examples
Secondary data (historical data)
Previously collected for another purpose
Literature survey
Databases (e.g., www.census.gov)
Pilot study
A number of diverse techniques
Focus Groups
6 to 10 people in group dynamics session
Descriptive Research Example
Femina magazine average customer:
Women
About 35 years old
Household income of about Rs 3.5 lakhs
Graduates or above
Trying to juggle children and a job
Descriptive Research Example
Men’s fragrance market:
1/3 size of women’s fragrance market
But growing at a faster pace
Women buy 80 % of men’s fragrances
Men select fragrance from choice of 4-5 while women choose from as many as 10.
Causal Study
A study of the impact of training in a management development program based on 360 feedback, Robert T. Rosti Jr, Frank Shipper, Journal of Managerial Psychology 1998.
In this study the effects of a training program administered (IV) are evaluated using pre- and post-observations of the participants' managerial skills (DV).
The control group received …no management training. The experimental group received feedback and management training…
The results of the study indicated that training enhanced the effectiveness of managerial skills.
Identifying Causality
Can NEVER prove causality.
Evidence of causality:
1. The appropriate causal order of events
2. Interdependent variation--two phenomena vary together
An absence of alternative plausible explanations
Often Use Experiments or Model building in Causal Research
Classify in terms of exploratory, descriptive or causal research
Predicting the stock prices of RIL in 2013;
Which of the two training programs is more effective?
How does the culture effect leadership at our branches globally?
Investigating reactions to a new taxation policy
Identifying target-market demographics of a new shopping mall
To understand the relationship between customer satisfaction and brand loyalty
Research Stages
Cyclical process - conclusions generate new ideas
Stages can overlap chronologically
Stages are functionally interrelated
Forward linkages
Backward linkages
Stages In The Research Process
Problem Discovery and Problem Definition
Research Design
Sampling
Data Gathering
Data Processing and Analysis
Conclusions And Report
Problem Discovery And Definition
First and probably most important step
Too often neglected leading to costly errors
Provides direction for the project
Problem, opportunity, or monitor operations
Discovery before definition
Must not mistake symptoms for problem (Consumers prefer taste of competing restaurant)